Wrigley East Africa launches affordable pack of skittles
If you have a sweet tooth, this one in particular is for you. You'll now be able to buy a pack of Skittles, the internationally renowned brand of fruit flavoured sweets, for just 20 shillings.
This after Wrigley East Africa launched a 10-gram pack, targeting the 'kadogo' economy. The resizing of the product packaging allows the company to lower it's price, drive sales and offer the same great taste experience. Until the launch, the smallest pack of Skittles available in Kenya was a 38 gram pack, retailing at 55 shillings. According to Wrigley's Brand Director of Developing Markets, the move is driven by research and insights about the growth potential of the kadogo economy